21 April,2026 02:51 PM IST | Mumbai | mid-day online correspondent
Alia Bhatt
A controversy involving Alia Bhatt has sparked widespread debate online after a Pakistan-based fashion label allegedly used AI-generated images of the actor to promote its clothing collection without her consent. The incident quickly went viral, raising serious concerns about digital manipulation and the ethical use of celebrity likeness.
The brand, identified as Wajayesha Official, shared a series of images on Instagram that appeared to show Alia modelling their latest "pure sheesha silk" outfits. The post featured the actor in multiple looks, ranging from rich burgundy and emerald tones to pastel shades and classic black. Alongside the images, the label wrote, "Even Alia Bhatt likes our pure sheesha silk collection!! Colour can be customised, book your order now," implying an endorsement that did not actually exist.
However, it didn't take long for fans to spot inconsistencies. Social media users quickly pointed out that the images were digitally altered, likely using artificial intelligence or advanced editing techniques. Many recognised that the visuals had been lifted from Alia's previous public appearances and photoshoots, then manipulated to insert her into the brand's outfits.
The reaction online was swift and critical. Netizens called out the brand for misusing the actor's image and misleading audiences. Several users warned of possible legal consequences, with one comment that gained traction reading, "She will sue you!" The remark quickly became symbolic of the outrage surrounding the post.
Interestingly, the brand's response added fuel to the controversy. Instead of issuing a clarification or apology, it reportedly replied in a light-hearted tone, dismissing concerns and even encouraging the post to go viral. This approach drew further backlash, as many felt it trivialised a serious issue involving consent and intellectual property.
The incident has once again highlighted the growing challenges posed by AI in the digital age. With technology making it easier to create hyper-realistic images, the line between real and fabricated content is becoming increasingly blurred. Experts and fans alike have raised concerns about how such practices could harm public figures and mislead consumers.
While Alia Bhatt has not publicly responded to the controversy yet, the episode has reignited conversations around stricter regulations and accountability in the use of AI-generated content. It also serves as a reminder of the importance of consent and authenticity in advertising, especially in an era where digital manipulation can easily distort reality.
